Vital Proteins was hardly the first supplement brand to utilize collagen peptides, but it has become a category creator that disrupted the entire protein space. And while most will focus on the brand’s leading share in the collagen market across every U.S. sales channel, I want to talk sustainability at Vital Proteins. For those unaware, collagen peptides are an upcycled byproduct of the meat industry…but Vital Proteins has additional responsible sourcing standards and traceability guidelines. Additionally, Vital Proteins removed 25 million plastic scoops from circulation and aims to be 100% scoopless by the end of this year. And then recently, it was announced that a blue paperboard tub…that uses 90% less plastic than the brand’s traditional tub, will be used for its top-selling Unflavored Collagen product available at Sam’s Club stores nationwide.

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